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Tracy Tuten

Reliving the Best (and Worst) Ads of 2011 - NYTimes.com - 0 views

www.nytimes.com/...est-and-worst-ads-of-2011.html

elliott nytimes 2011 advertising

shared by Tracy Tuten on 21 Dec 11 - Cached
  • Tracy Tuten on 21 Dec 11
     
    A review of some of the most talked about ads of 2011.
Tracy Tuten

Google Runs Offense on Bad Ads - 0 views

www.usatoday.com/...4513431

google advertising adwords regulations ethics

shared by Tracy Tuten on 22 Jan 14 - No Cached
  • Tracy Tuten on 22 Jan 14
     
    "SAN FRANCISCO - Google yanked 59% more "bad" advertisements from its online systems last year as the world's largest Internet search provider stepped up a battle against a barrage of counterfeiters, suspect downloads and other malicious activity on the Web. Google removed more than 350 million bad ads in 2013, up from about 220 million the year before. That's almost 1 million suspect ads a day. The increase was partly driven by the overall surge in online advertising, most of which is legitimate. But as Google introduces new products, scammers adapt and develop new ways to game the system. "It's a challenge," says Mike Hochberg, ads engineering director who oversees hundreds of engineers and policy experts focused on this at the company. "Google continues to add new types of ads and formats all the time, and that creates new work to track down new ways of creating bad ads." Google's online ad business has become so lucrative, generating billions of dollars a year in profit for itself and its partners, that the company's platforms, such as AdWords and AdSense, are a huge draw for what it calls "bad actors" looking to grab some of this money. In 2011, Google agreed to pay $500 million to settle allegations by the U.S. Department of Justice that ads for Canadian online pharmacies contributed to the illegal importation of prescription drugs. Last year, Mississippi Attorney General Jim Hood said Google was still allowing ads for illegal online pharmacies that sell dangerous or counterfeit drugs without a prescription. Google published a scorecard on its constant battle against such activity for the first time in early 2013, and the company is releasing the second report now. Hochberg says the reports and Google's increased efforts to limit bad ads and online scams were not related to the counterfeiting settlement. "Ensuring that we are serving good ads for users has been part of our ad programs from day one," he says. "Last year, we decided to put out a pseudo
Tracy Tuten

MediaPost Publications Out to Launch: Super Bowl Edition, Day 1 01/31/2011 - 0 views

www.mediapost.com/publications

superbowl2011 outtolaunch review ad ECUAdvertising

shared by Tracy Tuten on 02 Feb 11 - Cached
  • Tracy Tuten on 02 Feb 11
     
    Out to Launch's review of Super Bowl advertising 2011.
Tracy Tuten

How Cluttered Is the Advertising Landscape, Really? [Timeline] - 0 views

blog.hubspot.com/advertising-landscape-timeline

landscape timeline infographic ECUAdvertising dq bb

shared by Tracy Tuten on 08 Jul 13 - Cached
  • Even before a major communication channel comes of age, it is immediately invaded with advertising. And so much media has proliferated in just the last 22 years that it’s mind-boggling to think about it taking us nearly 400 years to emerge from a print-dominated media landscape, and 48 more years to emerge from period of pre-digital platforms such as TV and radio, to finally arrive at the disproportionately short two-decade span where digital now dominates most advertising budgets.
  • From the moment printing became possible with the invention of the printing press way back in 1440, advertisers began plastering posters on walls and doors within their communities. The first poster ad in English is placed on church doors in London in 1492! Over the next 400 years, ads would find their way into newspapers, magazines, and other print media.
  • When you allocate that across the 2.4 billion internet-connected persons on the planet, it means there are 417 web pages and 2,502 display ads for each! It's simply bonkers to think pumping more interruptive ads into the internet is going to work. Want some more reasons why? Here, lemme tell you: In 1920, there was 1 radio station. In 2011, there were 14,700. In 1946, America had 12 broadcasting TV stations. In 2011, there were over 1,700. In 1998, the average consumer saw or heard 1 million marketing messages – almost 3,000 per day. It’s even more than that now. Just imagine how many Facebook posts or tweets you scroll past every day. Each of those are messages, and now, oftentimes ads. 
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  • Not only has the media landscape grown by type; each type has grown exponentially in volume. Nowadays there’s a magazine, TV channel, radio station, and a gajillion websites for every conceivable interest. And when we say “the internet” as an ad platform, that’s more than one trillion pages we’re talkin’ about. That's one thousand billions, which looks like this: 1,000,000,000,000. Now take that number and multiply it by 6, because that's how many display ads (only one type of ad) were shown across the internet in 2012, according to comScore.
  • Tracy Tuten on 08 Jul 13
     
    A look at the cluttered ad landscape in history
Tracy Tuten

To Introduce Justin Bieber's Girlfriend Fragrance, a Social Media Campaign - NYTimes.com - 0 views

www.nytimes.com/...e-a-social-media-campaign.html

bieber campaign 2012 nytimes imc smm example media ECUadvertising Launch

shared by Tracy Tuten on 06 Jun 12 - No Cached
  • As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter. Mr. Bieber’s Twitter feed is followed by almost 22.9 million people, and he has close to 44 million “likes” on Facebook.
  • The new media aspects of the campaign will also touch on the ads appearing in traditional media. For instance, Mr. Bieber is going on Facebook and Viddy, a mobile video sharing service, this week to invite fans to enter a “sing-off” on Tumblr to help create a 60-second television commercial for Girlfriend.
  • The agency working on media planning for the Girlfriend campaign, Media Kitchen in New York, part of the Maxxcom Global Media division of MDC Partners, also handled those duties for the Someday campaign.
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  • Traditional media has a place in the campaign, Mr. Lowenthal noted, citing the commercial and print ads, photographed by Ben Watts, that will run in magazines like Cosmopolitan, Glamour, Seventeen and Teen Vogue. They can be amplified by new media outlets that are fueled by the fervor of “all the fans who want to get closer to Justin,” he added.
  • Tracy Tuten on 06 Jun 12
     
    Fragrance No. 2, called Justin Bieber's Girlfriend, is scheduled to arrive the week of June 18 at Macy's stores, and will also be available this month at retailers like Belk, Dillard's, Nordstrom and Sephora. Girlfriend will arrive a year after the introduction of the first scent endorsed by Mr. Bieber, Someday, which became the best-selling celebrity fragrance ever and the best-selling new women's fragrance of any kind brought out in 2011. As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter
Tracy Tuten

Bankrupt Saab Had Quirky Cars, Notable Campaigns | News - Advertising Age - 0 views

adage.com/...231665

2011 adage saab advertising

shared by Tracy Tuten on 21 Dec 11 - Cached
  • Tracy Tuten on 21 Dec 11
     
    A visual history of Saab advertising.
Tracy Tuten

M&M's to Unveil a New Speaking Role at Super Bowl - NYTimes.com - 0 views

www.nytimes.com/...eaking-role-at-super-bowl.html

mm smm campaign SuperBowl Credle aaw brown ECUadvertising

shared by Tracy Tuten on 18 Jan 12 - No Cached
  • Ms. Brown is the second female in the M&M’s cast, after Ms. Green, and like her colorful counterparts she will be imbued with a distinct personality. Ms. Brown is an intelligent woman with a sharp wit who finally decided to reveal herself after working for decades behind the scenes as “chief chocolate officer.”
  • Their devotion to the Super Bowl comes at no small cost. NBC is charging an average of $3.5 million for each 30 seconds of commercial time in the game, compared with an average of $3 million for each 30-second spot in Super Bowl XLV on Fox in February 2011. Even at that price, commercial time for Super Bowl XLVI has been sold out since Thanksgiving, NBC recently disclosed.
  • One way to ensure that a Super Bowl commercial is “not a splash, a flash in the pan,” Ms. Sandler said, is to make it the centerpiece of an elaborate campaign that takes place before, during and after the game. In fact, the spot will serve to “kick off a year of activity” to introduce Ms. Brown, she added.
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  • In a teaser effort that begins this week, Ms. Brown will arrive in social media, taking over the M&M’s fan page on Facebook, at facebook.com/mms, and sending messages on Twitter, where the character will have her own account with the handle @mmsbrown.
  • There will also be print, online and mobile ads as well as a deal to incorporate Ms. Brown into the radio program “Elvis Duran and the Morning Show,” syndicated by the Premiere Networks unit of Clear Channel Communications. Other elements include events in Los Angeles and New York, displays in stores, radio commercials and appearances for Ms. Brown during episodes of the new season of “The Celebrity Apprentice” on NBC, which begins on Feb. 12.
  • Tracy Tuten on 18 Jan 12
     
    M&M's has new character in cast!
Tracy Tuten

Newsweek Reviving Its 1960s Design for 'Mad Men' Issue | MediaWorks - Advertising Age - 0 views

adage.com/...232075

advertising Newsweek Mad Men vintage nostalgia

shared by Tracy Tuten on 13 Jan 12 - Cached
  • Ad pages at Newsweek dropped 16.8% in 2011, but its fortunes seemed to improve after Ms. Brown's March 14 redesign. Ad pages in the first quarter were down 30.8% from the year-earlier period, then dropped 24.5% in the second quarter, 10% in the third and 3.6% in the fourth, according to the Publishers Information Bureau. Newsweek said its December ad pages were up 15% from December 2010.
  • The "Mad Men"-themed issue, which will be dated March 19, will include a cover story on the series and a feature on the role of advertising in U.S. culture.
  • Tracy Tuten on 13 Jan 12
     
    Newsweek is planning an issue marking the return of "Mad Men" this March by adopting the magazine's 1960s design throughout -- all the way, it hopes, to the ads.
Tracy Tuten

How USA Today's Ad Meter Broke Super Bowl Advertising | Special: Super Bowl - Advertisi... - 0 views

adage.com/...232411

smm Super Bowl advertising USAToday admeter 2012 facebook

shared by Tracy Tuten on 30 Jan 12 - No Cached
  • The commercial also ushered in an era in Super Bowl advertising that we still inhabit: the ad as entertainment.
  • That we expect ads during the Super Bowl to be as entertaining as the game itself can largely be traced back to "1984."
  • In 1989, just a few years after "1984," the national newspaper introduced a revolutionary concept -- and a marketing masterstroke. Take a small panel of people, isolate them in a room with a meter and tell them to constantly turn a dial rating what they're seeing on a scale from one to 10.
  • ...10 more annotations...
  • Second, YouTube views and blog posts allow an ad to succeed or fail outside traditional media structures. VW's "The Force" has been viewed more than 90 million times since Super Bowl 2011.
  • "It better be something that rings some bells or gets measured on the USA Today Richter Scale," said TBWA/MediaArts Chairman Lee Clow. But the creator of "1984" also believes it means fewer ads like that one have been made. "It's a big challenge to spend $3 million on the time and then a million on the spot. It's kinda difficult to then come in 19th on the USA Today 'How'd you like our spot?' scale."
  • Even so, the poll's influence is waning. Today, most marketers combine immediate feedback with sophisticated research from Nielsen, GFK, Zeta Interactive, Kantar or Ace Metrix to understand the long-term impact of spots. Now that the real-time web has gone mass in the form of Facebook and Twitter, marketers and agencies have dozens of new services and dashboards to monitor, as well as the means to influence the discussion as it happens, not to mention giving the commentariat something else to write about.
  • With so much at stake, to please the clients and bolster their own resumes, directors started creating ads for the panel -- the media equivalent of teaching for the test. How do you get people to have an immediate, positive reaction to something they're seeing? Certainly don't show them a narrative. Make them laugh.
  • "If you go back 10 years, it was the only thing," said CMO Scott Keogh. "You didn't have social, YouTube views, you didn't have the blogs and all the running commentary. Basically, the press would report on the Ad Meter.
  • Even USA Today has lost faith in the ability of the panel alone to pick a winner. This year, in addition to selecting two panels of 150 in cities that USA Today won't reveal, the paper is opening up the voting to the public on Facebook. As a result, for the first time since 1989, USA Today won't declare a "winner" in Monday morning's paper. The true winner won't be declared until after the polls close Wednesday.
  • Why not dump the panel entirely? In social media, consumers will rate only the ads they love and hate, a spokesperson said. The panel is the only way USA Today sees to be sure every ad gets a vote.
  • "I'll have four screens going during the game in front of me, showing me charts and graphs," Mr. Ewanick said. "We have five or six other groups monitoring, then we'll have next-day research, copy testing, focus groups. There's a lot of money involved here. You have to really understand your ROI to make sure you learn from this, so you can apply that the next year."
  • When will we once again get more Super Bowl ads like "1984"? When creatives stop making spots to incite an instant reaction, sort of like Chrysler's two-minute "Imported From Detroit," a high-concept, big-idea spot that put Detroit before the car and even before the celebrity (Eminem). It was great creative, by most measures, and probably the closest thing to "1984" in its ambition since, well, "1984."
  • Predictably, "Imported From Detroit" bombed on the Ad Meter, coming in at No. 43.
  • Tracy Tuten on 30 Jan 12
     
    Social media are changing the way we will measure the success of Super Bowl advertising!
Tracy Tuten

Why Marketers Should Invest in Crowdsourced Research - 0 views

mashable.com/...arketers-crowdsourced-research

crowdsourcing research advertising

shared by Tracy Tuten on 19 Jan 11 - No Cached
  • What are the advantages of crowdsourced research? Cost-effectiveness –- Comparatively speaking, crowdsourced research can be done at a fraction of the cost of traditional research. Quick Turn Around –- The time it takes to gather, execute, and analyze is shorter thanks to a purely digital foundation. Flexibility –- As trends emerge in findings, researchers can easily adjust their strategy to catch any shifts or “surprises.” Collaboration –- Crowdsourced research allows brands to collaborate easily with customers to ideate or improve upon products, to test concepts, ads, and experiences, and to continue the conversation over a longer term. Velocity –- Crowdsourced research can travel at the speed of digital, allowing for real-time consumer behavior analysis and insight for new technologies, memes, trends, and conversations. Marketing and Marketing Research –- Even though it’s frowned upon and often times refuted in traditional research, the nature of crowdsourced research implies there will be some form of marketing intertwined as consumers share their stories, insights, and ideas for brands they support.
  • Crowdtap, which is still in beta, is a tool that fills the gap between traditional research and digital, and helps with insight gathering, customer empowerment and influence. At my company, we use Crowdtap to augment our research activities, especially when time is of the essence (i.e. new business pitches, client presentations, low-budget projects). Brands and agencies can leverage Crowdtap to target questions (polls, discussion topics, and open-ended queries) to a certain demographic profile subscribed to the tool.
  • Tracy Tuten on 19 Jan 11
     
    When it comes to marketing strategy, research is critical. Marketing research, an unsung hero of the marketing cosmos, tends to be excused, neglected, forgotten, or ignored as concepts move into execution and execution turns into conversation, engagement, or criticism. Why? Sometimes the cost alone to execute a valid study can blow the budget. In addition, as timelines are getting reduced in order for brands to get consumer attention, taking the time to recruit participants, execute the study, and analyze the results extends beyond, or well into, the go-to-market plan. Or, the findings are stale from the time lapse between executing the study and reporting the findings. Crowdsourced research can help span that gap by providing timely, detailed results to help marketing strategies at large. Read on for some of the associated advantages and tools to get you started.
Tracy Tuten

The End of an Era: No More CP&B and the King - 0 views

adweek.blogs.com/...campaigns-for-burger-king.html

CP&B BK Burger King advertising video examples campaigns adfreak adweek

shared by Tracy Tuten on 21 Mar 11 - No Cached
  • Today, AdFreak celebrates seven years of CP+B and Burger King with a list of the 15 campaigns we're still talking about, for better or worse.
  • Tracy Tuten on 21 Mar 11
     
    AdFreak: Crispin's 15 best campaigns for Burger King
Tracy Tuten

Court Approves Lawsuit Against Toyota Over Cyberstalking Ad Stunt | Threat Level | Wire... - 0 views

www.wired.com/...toyota-punkd

saatchi dark marketing Toyota matrix 2008 legal privacy

shared by Tracy Tuten on 13 Sep 11 - Cached
  • Unknown to Duick, someone had signed her up for the campaign at YourOtherYou.com, a web site set up for the prank. The campaign was aimed at 20-something males because the company’s advertising firm, Saatchi & Saatchi LA, determined that the demographic loves to punk their friends.
  • Tracy Tuten on 13 Sep 11
     
    When brands market using dark marketing tactics and friendships, things can go very wrong. 
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